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June 09, 2002 at 08:00 PM
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The easiest way for an insurer to reach affluent African-American prospects is to assume theyll see the same newspaper ads and TV commercials everyone else sees.
The best way is sending agents out into the community to meet the people.
The third way, marketing experts say, is to supplement general advertising campaigns and grassroots efforts with media campaigns focusing on the niche radio stations, television channels and print publications that African-American prospects really care about.
The Securities Industry Association, New York, addresses this topic in a long, detailed report on its Web site, at http://www.sia.com, that could serve as a starting point for any financial services company wanting to do more to sell to African-Americans.
Financial services companies should keep in mind that African-American consumers want to see themselves in advertisements, to know that they are being invited to buy the products or services advertised, the SIA says.
